Stephanie Goodman

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The increase in use of smart phones, tablets, netbooks and other mobile internet devices, as well as traditional PCs and Macs, means more and more people are joining online social communities to share their life using photos, videos and content.  Additionally, many users now have instant access to cameras and video recorders on their smart phones and are therefore able to instantly upload videos to social media sites such as YouTube.

Statistics from comScore found that a large percentage of UK internet users are going online to watch videos on sites such as YouTube. YouTube has now become the number two search destination in the world, and has amassed 34.7 million users in 2010 in the UK alone. In November 2010 6 billion videos were watched by UK users, an average of 173 videos a month per British viewer. That's what makes video marketing both a global and a local opportunity and challenge; how can you make your lone voice heard amongst all the others?

Companies who have used Video Marketing Successfully

Video marketing is evolving all the time, and more and more companies are including it in their online marketing strategies. What's more, for companies that have taken the plunge the idea of video marketing seems to be paying off. A good example is popular E-Commerce site Knicker- Picker, which has created the first interactive video dressing rooms for its customers.

"At KnickerPicker we believe shopping should be fun and shopping online should be no different. That's why we created the first interactive video dressing room with a fabulous choice of models.”

see tickets lack of response to tweets

The concept of video marketing is now becoming a popular choice amongst a variety E-Commerce sites such as ASOS, Next and Thomas Cook who provide their online users with a videos of their products to further encourage the consumer to convert to a sale on their site.



What can Video Marketing do for your company?

Incorporating interactive elements into websites is set to become huge in 2011. Social media sites such as YouTube and Facebook currently enable online users to share content through video services embedded in their sites. 

Whatever your industry, from e-commerce to b2b services, the video marketing concept is a fresh approach to communication with potential customers and clients, and can be a way to provide additional customer service.

The increase in use of video marketing has also been implemented within search engines such as Google, who introduced universal search so that videos now appear within search results pages.

With convenience becoming more and more important to consumers, the benefits of being able to see something as well as read about it will enhance the customer experience through quickly informing the online user about your product or services, putting a face on a company and building your brand.
Tags: Internet Marketing, Online Marketing, Social Media

Discussion

Posted by JamesDunn on Jan 21st, 2011
I just hope clients don't look at this and think, hey, we should have some random bloke/woman walk onto the page and talk about nothing for the next couple of minutes (with no option to turn it off!) because "so-and-so competitor has one" and "it's interactive isn't it"?
Posted by Stephanie Goodman on Jan 21st, 2011
I suppose it depends on the client's site and if it is beneficial to them. For example in E-Commerce sites this idea seems to work very well and a lot of visitors are attracted to the appeal of seeing a real life model or video.

These videos or models are additional customer service options, for instance with Knicker Picker you don't have to have the model, you can click on the model if you wish to see it.

However I do understand where you are coming from and I suppose that is where we come in, to advise our clients on what we feel would be best or most appropriate type of video marketing for their site.
Posted by JamesDunn on Jan 21st, 2011
So what would be the best way to tell a client that what he/she has isn't interactive/appropriate? Because we have two clients that don't have the interactive style that you've proposed - in fact, it's more like having music on the site.

I've already mentioned to one client that the possibility of having that style of video (something like http://www.flashvideoactors.com - and I did listen to the actor to see what they said before I made the decision) could increase his bounce rate/lower conversions. We also got him to include a pause button, which wasn't there before!

Is there anything else I may have forgotten, for future reference?
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